What seems to be the problem?
If you put your business in front of any marketing professional worth their salt, you’ll be asked first and foremost to explain what problem your business solves for its ideal customers. Sometimes this is called a USP or a core message, or some other marketing term, but I like thinking in terms of problems, because problems require solutions (and people will pay for those).
If you’re not sure why knowing the answer to this question can mean the difference between the success or failure of your small business, then read on to plug the gaps in your DIY marketing skill set.
A successful business knows its place and picks a problem.
As tempting as it can be to try to be all things to all people (especially in the early days) there are a lot of statistics to support the notion that you can be far more helpful, and therefore far more profitable, by being one thing to one person – and being really good at it. I could make up a lot of metaphors to drive this point home, but I’m sure you’re with me.
It may sound daft to you as the business owner, you spend all day in the universe of your business and understand your services entirely, but remember that the new customer dipping a toe into the waters of your world for the first time, has no idea what exactly it is you do – unless you tell them. So, how clear is your message? Is it written bright and bold on your website homepage or on that new flyer you’ve just made?
The best way to check whether you’re completely clear and confident in your single, simple core message is to answer this question: what problem can you solve? Why don’t you sit down with a pencil now and jot down the answer. Then go through every page on your website and check that this message is communicated loud and clear for all to see. Of course, there will be a lot more to say about your business in general – and I’m not suggesting for a moment that you don’t go into lots of gory details within the deeper content of your website – but please make sure that the headline is always that nice simple solution writ large.
I know it can seem scary not to offer to solve any or all the problems, but once you’ve clarified what that simple core offering really is, it should make it far easier to streamline your business messaging across all platforms. It’ll be easier to pin down your ideal customer, easier to cut down the pointless noise in your advertising and online content and easier to draw in new business. They won’t hire you if they’re not sure what you do and very few would hire a jack-of-all-trades over an expert in their field.
Here are some examples to set you on the right track.
Q: What problem can you solve?
Accountant: I can do that awful tax return for you, so that you don’t have to get bogged down with all that nasty paperwork.
Architect: I can ensure that your home fits your family’s needs perfectly, giving you the ideal combination of spaces to enjoy living comfortably together.
Pest extermination: I can rid your home of a dreaded infestation without using toxic chemicals.
ELY Digital: I can improve the quality and efficiency of the online communications that you have with your ideal customers.